IAB’s Global Privacy Platform is ready for adoption!
IAB’s Global Privacy Platform (GPP), which enables user consent signals to be communicated through the digital supply chain, is finalized and ready for industry adoption. This is a major development for ad tech companies and was developed with input from companies throughout the ad ecosystem. Specifically, the GPP provides details on privacy signals – including standard data types used for encoding privacy strings and standard mechanisms for senders and receivers of those strings. Right now, this includes information for US Privacy and IAB Europe TCF consent strings, but IAB has said that US state-specific privacy strings for California, Virginia, Utah, Colorado, and Connecticut will soon be available.